-LRB- CNN -RRB- For Frank Clegg Leatherworks , `` made in America '' is not a seasonal trend or marketing slogan meant to evoke classic workwear looks or to drive sales of limited edition brand collaborations . It 's simply the way Ian and Andrew Clegg 's father has done business since 1970 in Fall River , Massachusetts .

It has not always been easy . Frank Clegg resisted the urge to outsource production overseas even as clients disappeared and margins shrunk . In the 1990s they started making bags for other labels to stay afloat . As the Cleggs tell it , staying in Massachusetts was the only way to ensure survival , by standing out for maintaining quality control of their products .

But will consumers see it that way beyond next season ? How can brands like Frank Clegg that are in it for the long haul convince the Target generation that one of their leather satchels is worth the triple-digit investment ? Ian Clegg pondered this sentiment aloud to a group of people gathered in a Brooklyn showroom on a rainy Saturday night in December for a panel discussion on the future of American apparel manufacturing .

His family business trains and employs skilled leather craftsmen , paying them a living wage to make quality bags and accessories , he said . `` In order to keep that going we ca n't let it be a trend , '' he told the group of entrepreneurs , small-business owners and fashion enthusiasts .

`` How do we keep it going without it being a trend ? ''

The question comes at a time when shopping small and local are attractive buzzwords for a generation of consumers that claims to be disillusioned with corporate America . Whether they 'll pony up the extra cash for a handbag whose makers claim will last longer than their fast-fashion equivalents is another matter -- a reality that the Cleggs and other business owners in attendance seemed to be aware of .

The discussion occurred during a pop-up market called Northern Grade , which features American-made goods with a contemporary feel . The first Northern Grade launched in 2010 as a menswear market in Minneapolis , expanding to other cities amid growing demand for classic looks inspired by American heritage brands .

People travel hundreds of miles for the markets , which tend to attract style-conscious men -LRB- and women -RRB- willing to pay a premium for waxed cotton jackets , selvedge jeans or Oxford cloth shirts made in the United States . Northern Grade is one of several new markets trying to reach this consumer , building on the success of its predecessor , the Pop-Up Flea , which has also expanded to new cities worldwide since its first show in 2009 in New York .

December 's Northern Grade was the first to exclusively feature American-made products for women in an attempt to reach a demographic historically known to favor fast fashion over high-dollar investment pieces from new or emerging brands .

The brands -LRB- and price tags -RRB- at Northern Grade 's markets for men and women are not for everyone , said market co-founder Katherine McMillan . They 're trying to reach consumers searching for quality in an item , shoppers `` who appreciate the details and bigger picture when buying an item , '' she said .

`` There will always be the people who buy a shirt at H&M that 's made fast and costs less than a shirt made in the U.S. by a smaller brand , '' she said . `` I 'm hoping the quality shopper wins out in the long run . ''

The Americana boom in menswear has led to greater demand for tomboy-inspired looks for women the past few seasons . So-called `` boyfriend '' - style button-up shirts and jeans are mainstays in stores like Madewell and J. Crew , and just about everyone from Valentino and Alexander Wang to Opening Ceremony has incorporated elements of casual and formal menswear into their runway looks .

Menswear 's influence was apparent in many of the brands at Northern Grade , not by coincidence . Stephanie Beard , founder of Austin-based brand esby , said working in menswear inspired her to start her own line for women .

`` I was really envious of how classic menswear was , but it was not cut for my body , '' she said . `` I felt like there was a market for quality womenswear because I could n't find it when I was looking for it . ''

With the help of Kickstarter , she launched her first line in February with the goal of using quality fabrics , even if they ca n't be found in the United States . All the fabrics she uses in her collections are imported except for the knitted canvas of some shirts . The sewing and pattern-making happens in New Orleans before items are shipped to a wash house in New Jersey and back to Austin to be sold or shipped .

`` Staying in the United States was always the plan , '' she said . `` I want to be hands-on and I ca n't fly out of the country for each season to oversee production . ''

For some , made in America is a lifestyle choice , said panelist Katharine Keegan , founder of style blog `` That Kind of Woman . '' It has crossover appeal to those who identify as conscious consumers and claim to care about where their clothes come from . These shoppers consider the `` made in USA '' label synonymous with fair labor practices and supporting small businesses .

`` Made in USA is about knowing the people behind product , '' she said . `` It 's a lifestyle , it 's being part of a bigger cause . ''

The past few years have seen the launch of a handful of e-retailers and online-first brands dedicated to supply chain transparency and knowing your brand . Information about provenance , materials and brand story are prominent features on new sites such as ZADY , Everlane , and Of a Kind .

Not all brands featured on Of a Kind -- which showcases limited runs of goods from emerging designers -- manufacture in the United States , said Erica Cerulo . But each brand is vetted so Of a Kind can provide customers with an honest answer .

`` Our customers want transparency about where things come from . That matters more to them than whether it 's made in the USA , '' she said .

Besides , she said , everything made in United Sates is not created equally , just like all `` made in China '' merchandise is n't the same .

`` It 's about finding brands you trust , '' Cerulo said .

People in the audience said they would love to support these brands if they could afford them . By the end of the discussion , educating consumers had emerged as one way to sell them on the value of the goods .

That 's why markets like Northern Grade exist , McMillan said : so consumers can meet designers in person .

`` The biggest issue , which we are always thinking about , is how much it costs , '' she said . `` I 'm hoping that the way organic and local food prices have come down a little , the items we sell at Northern Grade can become more attainable to the masses .

`` When you are paying for normal and fair wages for a person , the price of the item goes up . Here 's hoping demand brings it down eventually . ''

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Small , U.S.-based clothing makers are eager to attract consumers accustomed to `` fast fashion '' but wanting more

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Pop-up markets like Northern Grade bring together small-business owners and conscientious shoppers

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Information about provenance , materials and brand story are prominent features on shopping sites tailored to these consumers